Title: A study on the relationship between shared goals and the competitive advantage of a co-creative organisation

Authors: Seongbae Lim; Soongoo Hong; Jeffrey S. Gutenberg

Addresses: Bill Greehey School of Business, St. Mary's University, 1 Camino Santa Maria, San Antonio, TX 78228, USA ' School of Business, Dong-A University, 550 Nakdongdaero, Busan, 604-714, South Korea ' School of Business, State University of New York at Geneseo, 1 College Circle, Geneseo, NY 14454, USA

Abstract: The purpose of this study is to investigate the relationship between shared goals among organisations under co-creation partnerships and the competitive advantage of the organisations. For this purpose, we conducted a multivariate analysis of variance (MANOVA), using different levels of shared goals as an independent variable and production cost, fast and reliable delivery, quality of product, and flexibility of manufacturing capability as dependent variables, for measuring the competitive advantage of the organisation. The results of the analyses demonstrate that shared goals have a significant impact on the four dimensions of competitive advantage when they are considered as a single factor. The results of the post-hoc test indicate that a high-shared goal group has a higher level of performance than other groups especially in terms of production cost.

Keywords: service dominant logic; SDL; goods dominant logic; GDL; co-creation; shared goals; competitive advantage; multivariate ANOVA; analysis of variance; MANOVA; production costs.

DOI: 10.1504/IJSSCI.2015.074219

International Journal of Services Sciences, 2015 Vol.5 No.3/4, pp.242 - 254

Available online: 18 Jan 2016 *

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